The question was posed to me, “Does inbound marketing work for real estate?” My immediate (semi-incensed) response was, “OF COURSE INBOUND WORKS FOR REAL ESTATE! WE’VE GOT REAL ESTATE CLIENTS THAT ARE GREAT EXAMPLES OF THE POWER OF INBOUND! INBOUND WORKS GREAT FOR REAL ESTATE!! WE’VE GOT COMMERCIAL! WE’VE GOT BUYER SIDE! WE’VE GOT SELLER SIDE! WE’VE GOT INVESTMENT! WE’VE GOT LENDING! INBOUND WORKS GREAT!!!” What I should have done, is understand the question they were trying to ask – How does inbound for real estate work?
How Does it Work
The truth is, inbound for real estate works largely the same way that inbound works for other industries. We create unique content that your prospects want. We promote that content and we convert those visitors into leads through a nurture process.
But that still doesn’t answer the real question - How can I make inbound marketing work for me? The answer is: It depends on what area of real estate you’re in. If you’re trying to attract buyers, things like neighborhood guides and relocation guides work great. If you’re trying to attract sellers to get listings, guides on staging your home and checklists for making sure you’re ready to list are incredibly valuable. If you’re in the mortgage business, relocation guides can be popular too, as well as mortgage checklists letting borrowers know what documents they’ll need to have ready to speed along the loan process. If you’re in the investment market, then you’re dealing with an entirely different kind of buyer and your tactics will have to be adjusted.
Why Does It Work
Inbound works for real estate because when people are ready to make a huge purchase/investment, the first thing they do is research. They search the internet for neighborhoods, values and local listings. That’s where really great content acts like a magnet to draw in your prospects. The key is to have a variety of content, too. Some folks like videos, such as house tours. Others may be drawn to blogs about neighborhood amenities and schools.
The key to all inbound marketing, real estate or any other, is having a thorough understanding of your buyer personas and the type of content they seek. Once you know the kind of content your buyers want, all you need to do is optimize it and promote. I say “all you need to do”, but there is a fair amount of research and science that goes into doing this correctly. Knowing when and where to promote content can be rather challenging when you’re first starting out. Where and when you promote content for a real estate developer will vary from where you’ll market to a first-time homebuyer. Similarly, where you promote content related to million dollar listings will vary from where you’d promote starter homes. Intuitively, this makes sense. However, there are some great resources for real estate marketing online. If you’d like to know more about how inbound marketing for real estate can work for your brokerage or investment firm, let’s talk.